Retail
May 6, 2019
Consumers across different age groups want different things from their loyalty programs. Image credit: Lancome
By Sarah Ramirez
Loyalty program members are more drawn to program experience rather than end rewards, reflecting the overall shift of consumers favoring unique services instead of material objects.
{"ct":"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","iv":"ec782f63ef8153cbccb22262e7c5573e","s":"7c58f44839aa6dd6"}
Share your thoughts. Click here